Abstract [en]

Problemformulering och syfte: The growth of new channels has increased the amount of sales messages vying for consumers' attention, changing the conditions for marketing communications. Marketing in social media channels has become a way to keep up with the consumers. However, recent indications points towards a weariness regarding advertising in these channels as well. This has led to new marketing methods emerging, influencer marketing being on these. Previous studies have often examined certain parts of the phenomenon, such as product placement in social media, brand alliances, celebrity endorsers or the message process between opinion leader and receiver. This study intends to build upon this type of research, from a communicative perspective, to get a better understanding of this type of marketing.

The main purpose of this study is to, from a communicative transmitter’s perspective, increase the understanding of digital influencer-collaborations, by examining six companies within the Swedish apparel and accessory retail market.

Metod och material: This study has a qualitative approach, since we wanted to acquire a deeper understanding of the phenomenon by examining how companies view and make use of influencer marketing, as a way of communicating with the market. We gained information through eight interviews, in person and over the phone. The interviews are conducted with six Swedish companies within the apparel and accessory market as well as two additional interviews with an influencer-marketing bureau and a lawyer with knowledge of the marketing laws in Sweden.

Huvudresultat: The main conclusions we’ve drawn from this study is that influencer-collaborations are hard to define, in the sense that the underlying purpose and the way it’s looked upon seem to differ at this point. This seem to effect the way companies handles influencer-collaborations, some having a greater focus on product promotion while others use the influencers as a way of strengthen the brand. However, regarding the reasons this kind of marketing method is being used on Instagram, the companies appear unanimous, meaning it’s a great way to reach a wider or more specific target audience. We’ve also found that the companies seem to share similar thoughts on what factors are most vital to a successful influencer-collaboration, the credibility being one of those. Moreover, the juridical aspect is of great interest, as it appears to be somewhat of a gap between what the law states and how the companies handles it, possible due to the different opinions on how evident these collaborations should appear.